In college, I won free Insomnia Cookies for a year

@aubreyyydevries

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Promoted product

Insomnia Cookies

Warm. Delicious. Delivered. Insomnia Cookies specializes in delivering warm, delicious cookies right to your door - daily until 3 AM.

2 videos2 creators

Why it worked

The video uses a relatable, high-stakes story about an unexpected tax burden to create a humorous and engaging narrative that naturally features the brand.

Summary

The creator recounts a story about winning a year of free cookies from Insomnia Cookies and the unexpected tax complications that followed. She explains the process of entering the giveaway and the subsequent requirement to provide her social security number to claim the prize.

Structure

1Winning the Insomnia Cookies giveaway
2The surprise of taxable income
3Entering the giveaway via social media
4The suspicious email request for a social security number

Original caption

$1200 in cookie gift cards apparently means @insomniacookies gets your social security number. BEST GIVEAWAY EVER THOUGH THEY ARE THE BESTTT!! Not their fault it’s the IRS #giveawaywinner #irs #taxes #insomniacookies

More from @aubreyyydevries

Product placement

Insomnia Cookies: (a) ACTS — the creator describes winning a giveaway from them, receiving gift cards, and interacting with their email support. Removing this would change the entire story. Turbo Tax: (a) ACTS — the creator mentions using it to file the taxes related to the prize. Removing this would change the final part of the story.

On-screen text

In college, I won free Insomnia Cookies for a year and they made me report it on my taxes. They literally made me count it as taxable income. I was so annoyed. But I showed up for this, like, free cookie night. If you show up past like twelve PM or 12:00am. And if you showed up in your pajamas and posted on Instagram and tag hashtag P J. Party, then you entered into a giveaway. Lo and behold, I get an Instagram DM. Oh my gosh! What's your email? Congratulations, you won! They chose six people nationally. this is great. I wait a couple days, never see an email. I finally get an email coming from someone who claims to be Insomnia Cookies, and they're like, you, we wanna give you your cookie gift cards, but first you have to tell us your Social Security number. And I was like, no. So I waited for a while, and then I was like, you know what? It's probably real. Ha ha! And I gave him my Social Security number and they sent me back tax forms. I was like, bra, are you kidding me? And then taxes that year. I obviously had to submit that into Turbo Tax and pay a couple dollars.

Transcript

In college, I won free Insomnia Cookies for a year and they made me report it on my taxes. They literally made me count it as taxable income. I was so annoyed. But I showed up for this, like, free cookie night. If you show up past like twelve PM or 12:00am. And if you showed up in your pajamas and posted on Instagram and tag hashtag P J. Party, then you entered into a giveaway. Lo and behold, I get an Instagram DM. Oh my gosh! What's your email? Congratulations, you won! They chose six people nationally. I was like, oh this is great. I wait a couple days, never see an email. I finally get an email coming from someone who claims to be Insomnia Cookies, and they're like, you, we wanna give you your cookie gift cards, but first you have to tell us your Social Security number. And I was like, no. So I waited for a while, and then I was like, you know what? It's probably real. Ha ha! And I gave him my Social Security number and they sent me back tax forms. I was like, bra, are you kidding me? And then taxes that year. I obviously had to submit that into Turbo Tax and pay a couple dollars.